Lowe Chennai has bagged the creative duties of TI Cycles of India, makers of popular cycle brands BSA and Hercules, in a multi-agency pitch. The size of the business is in the region of Rs 10 crore. The business moves after a long association with Mudra, which handled the Hercules brand, while O&M handled the BSA brand.

Confirming the development, Kevin D’Souza, VP and Branch Head, Lowe Chennai, said, “We are looking at coming up with ‘the big brand idea’ and the challenge is to grow the brands even further. We will be looking at multi-media vehicles to communicate that, which would include both ATL and BTL activities.”

He further said, “Though I can’t divulge the strategy at this point of time, the focus would definitely be on building a connect with the brand.”

It may be recalled that cricketer Yuvraj Singh has endorsed Hercules MTB (Mountain Terrain Bikes) bicycles in the past, but there is no decision yet on roping any brand ambassador.

TI Cycles of India is a unit of Tube Investments of India, which in turn, is part of the Murugappa Group. Started in 1949, TI Cycles is a leading bicycle manufacturer in the country.